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    Stages in Product Development Process of Gillette MACH3

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    Srikanth Nagaraja
    Gillette developed the MACH3 razor through extensive product development stages including idea generation, concept development, market strategy, and commercialization. The MACH3 featured three blades and a lubricating strip to provide a closer shave with less irritation. Gillette conducted market research and testing with over 5,000 men during development. Upon launch, Gillette budgeted heavily for marketing and priced the MACH3 at a premium. The MACH3 became Gillette's most successful new product, achieving $1 billion in sales within 18 months and capturing over 70% of the razor market.

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    Stages in Product Development Process of Gillette MACH3

    Uploaded by

    Srikanth Nagaraja
    664 views12 pages
    Gillette developed the MACH3 razor through extensive product development stages including idea generation, concept development, market strategy, and commercialization. The MACH3 featured three blades and a lubricating strip to provide a closer shave with less irritation. Gillette conducted market research and testing with over 5,000 men during development. Upon launch, Gillette budgeted heavily for marketing and priced the MACH3 at a premium. The MACH3 became Gillette's most successful new product, achieving $1 billion in sales within 18 months and capturing over 70% of the razor market.

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    Gillette developed the MACH3 razor through extensive product development stages including idea generation, concept development, market strategy, and commercialization. The MACH3 featured three blades and a lubricating strip to provide a closer shave with less irritation. Gillette conducted market research and testing with over 5,000 men during development. Upon launch, Gillette budgeted heavily for marketing and priced the MACH3 at a premium. The MACH3 became Gillette's most successful new product, achieving $1 billion in sales within 18 months and capturing over 70% of the razor market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    664 views12 pages

    Stages in Product Development Process of Gillette MACH3

    Uploaded by

    Srikanth Nagaraja
    Gillette developed the MACH3 razor through extensive product development stages including idea generation, concept development, market strategy, and commercialization. The MACH3 featured three blades and a lubricating strip to provide a closer shave with less irritation. Gillette conducted market research and testing with over 5,000 men during development. Upon launch, Gillette budgeted heavily for marketing and priced the MACH3 at a premium. The MACH3 became Gillette's most successful new product, achieving $1 billion in sales within 18 months and capturing over 70% of the razor market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Stages in Product Development process of Gillette MACH3

    Content
    About Gillette Features of MACH3 NPD Facts of MACH3 in comparison to Sensor Stages in Product Development Process Idea Generation & Screening Concept development Market Strategy Market Response Commercialization

    About Gillette
    Owner Country Introduced Markets Previous Owner - Procter & Gamble - Boston U.S. - 1895 - World Wide - The Gillette Company

    Features of MACH3
    Three progressive aligned blades - DLC (Diamond Like Carbon) - Lubricating strip with vitamin E - Forward pivot - for a closer, more comfortable shave - Ergonomic design, etc.

    NPD Facts of MACH3 in comparison to Sensor


    Categories
    R&D Marketing 1st year First Prototype

    Sensors
    275 Mill 110 Mill 1983 (7 years prior launch) 500 Men 2213 61% - 67% (89-96) 20 Mill 15 Mill

    MACH3
    750 Mill 300 Mill 1992 (6 years prior launch) 5,000 Men 35 70% - 72,6% 68 Mill 60 Mill

    Product Testing Patents Market Share before/after Sales in blades (after 6 months) Sales in razors (after 6 months)

    Stages in Product Development Process

    Idea Generation & Screening


    New Product development builds on
    highly advanced processes market research customer integration Gillette stroke for a close, clean, comfortable shave without nicks and cuts .

    Concept development
    Gillette worked two years to formulate the concept. A closer shave in fewer strokes with less irritation.

    Market Strategy
    Gillette budgeted 300 Million Marketing expenses for the first year. priced at a price premium of 35 per cent to its predecessor Sensor Excel. Targeted premium segment

    Market Response
    In June 1999, Gillette captured 72 percent . The company s shares increased by three percent. The most successful new product in the history of Gillette. $ 1 billion in sales in only 18 months. is used by one in every three men in North America and one in every four men in Europe

    Commercialization

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